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Lincoln - Steer the Script

February 03, 2013 | :30

Following the second quarter's 30-second "Phoenix," Ford's Lincoln luxury auto brand continued its first Super Bowl flight with a second spot, the minute-long "Steer the Script" or "Road Trip." 

The ad was the result of a social media campaign with comedian Jimmy Fallon, who curated and combined script submissions submitted via Twitter with the help of agency Hudson Rouge, a recently created division of WPP dedicated exclusively to Lincoln. The ad urges viewers to SteertheScript.com to watch a full-length video.

The idea for Speed Stick's Super Bowl debut in the same game was also sourced from consumers on Twitter ("Laundry").

Director: Matt Piedmont. Production company: Prettybird. Executive Producers: Kerstin Emhoff, Ali Brown. Producers: Tracy Houser, Bernard Rahill.

Hudson Rouge creative director: Jill Lin. Account director: Emily Shahady. Agency producers: Sherri Levy, Mary Ellen Duggan.

VFX/color: The Mill. VFX producer: Zu Alkadiri. 2D lead artist: Dan Williams. 3D lead artist: Vincent Baertsoen. 3D artists: Alex Allain, Billy Dongyoon Jang, Paul Liaw. 2D artists: Bruno de la Calva, Erin Nash, Iwan Zwarts. Art department: Gera Frascaroll. Colorist: Fergus McCall.

Editorial: Spot Welders. Editor: Dick Gordon.

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandLincoln
  • Year2013
  • AgencyHudson Rouge
  • Superbowl #XLVII
  • Quarter airedQ3